Marketing Featured ANZ

Domino’s makes an ‘apology’ video in humorous new campaign, teases new savings innovation launch

Sydney, Australia – In collaboration with creative agency It’s Friday, popular pizza brand Domino’s in Australia released a nationwide campaign, featuring its Group CEO and Managing Director Don Meij making an apology for bombarding people with deals.

Of course, presented only as a humorous hit, the campaign tackles the dilemma of Domino’s ‘hard-to-keep-track-of’ deals across Australia and New Zealand. With the creative narrative in place, Domino’s Australia announces the launch of a new money-saving technology innovation which is set to be released on December 12 this year. 

The tech is expected to help resolve the experience for customers and make it easier to save, store, and redeem all of Domino’s deals in the future.

Adam Ballesty, CMO of Domino’s ANZ, said they are ‘obsessed’ with listening to their customers, which pushes them to transform the deal redemption experience. 

Vince Lagana, chief creative officer of It’s Friday, also said, “The teaser’s a fun way to remind people that Domino’s are unbeatable when it comes to offering great value by recognising that it’s near impossible to keep track of all their deals. But they’re going to keep coming, so we’re making sure people know they’ll soon be able to get those deals, without the ordeal.”

Meanwhile, Pete Bosilkovski, CEO of It’s Friday, added, “It’s refreshing to work with a company that isn’t afraid to be authentic and lead by example. Having the ‘big cheese’ apologise nationally about the sheer number of deals is massive. Says a lot about this company.”

Domino’s Australia has also previously released a 3-minute film titled ‘Hot & Fresh’, which launched across TV, YouTube, digital, and social platforms in the ANZ region.

Marketing Featured Southeast Asia

Domino’s Pizza Singapore to join larger international Domino’s group via acquisition

Singapore – Domino’s Pizza Singapore is set to be part of Australian-based Domino’s Pizza Enterprises (DPE) group, the largest international Domino’s group outside of the United States, via a proposed acquisition. DPE operates 3,400 Domino’s stores in ten markets globally.

Through the proposed acquisition, DPE entered into a binding agreement with Impress Foods–which owns full ownership of Domino’s Pizza Singapore and 65% of Domino’s Pizza Cambodia; Mikenwill (M), as well as with minority shareholders in Cambodia for the remaining 35% stake in the market. Mikenwill owns full control of Dommal Food Services Sdn Bhd, the master franchise holder in Malaysia.

DPE will fully acquire Domino’s Pizza businesses in Malaysia, Singapore and Cambodia, comprising 287 corporate stores across these markets. The binding agreement entails acquisition of the corporate stores and franchise rights held by Mikenwill (M) and Impress Foods. The acquisition is expected to be completed by the end of 2022.

Within Southeast Asia, Impress Foods manages the Singapore and Cambodia markets with 38 and 9 stores respectively, while Dommal Food Services manages 240 stores in Malaysia. DPE aims to achieve a store count of 3,000 stores in Asia by 2033.

Ba U Shan-Ting, group chief executive officer at Domino’s Pizza Malaysia, Singapore and Cambodia, said, “We are excited for the next phase of evolution for Domino’s Pizza in Singapore and the region. In tandem with this, we aim to expand the number of stores to more than 600 over the long term, setting us on the path to becoming the largest pizza chain in the three countries.”

Meanwhile, Michael Chick, Chief Executive Officer for Singapore & Cambodia, will continue to lead his team in serving the Singapore market.

“Our team will become part of the largest Domino’s network outside of the USA, giving us access to new technology and operational innovations that will propel our services to new heights as we deliver customers a more rewarding ordering experience, for hot, freshly prepared meals delivered to their door,” Chick said. 

He added, “Leveraging on our in-depth understanding of our local market segment and driven by our commitment to our customers, we aim to elevate an enhanced end-to-end experience with new global capabilities including marketing and menu innovation, to efficiently serve the most delicious meals to our customers.”

Lastly, DPE Group CEO & Managing Director Don Meij said, “We have seen fantastic growth in the Singapore market and we admire the commitment, agility and drive of the local team, spearheaded by its leadership team. Their love for the brand and equally important, their pledge to their customers, are key contributing factors to their success in growing the business and serving customers, especially during the challenging times of the pandemic.”

Marketing Featured ANZ

Domino’s in ANZ names new CMO

Australia – Pizza brand Domino’s has appointed Adam Ballesty, former general manager at beverage company Seedlip APAC, to be the new chief marketing officer for its operations in Australia and New Zealand. The appointment will take effect on 2 August 2021.

Ballesty takes over Allan Collins who has resigned from the position after almost 15 years.

Ballesty brings with him decades of experience in the industry. Aside from his previous role at Seedlip, Ballesty has also held senior marketing roles with brands including Foxtel, Diageo, and Pacific Brands. He has also managed his own strategy and research business, working on start-ups such as sportswear company Skins and retail company Unistraw.

As the new CMO at Domino’s ANZ, Ballesty will be responsible for all facets of consumer marketing including brand, digital marketing, communications, and product development, as well as leading the development of Domino’s innovation pipeline moving forward. 

In addition, Ballesty will be a member of Domino’s ANZ executive team, working closely with Nick Knight, the CEO of Domino’s ANZ, to continue driving the strategic and creative direction of the brand.

Knight commented that they are excited to have someone of Ballesty’s caliber join Domino’s and are looking forward to the new energy, passion, and direction he will bring to the role as they continue on their journey of growth, improving the customer experience and pushing the boundaries of what’s possible. 

“We are confident he will add immense value to the dynamic and innovative marketing team we have here at Domino’s and can’t wait to see what he does in the role,” said Knight.